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#1002-42 The European Market
for Ethical FRUIT & VEGETABLES
Ethical Fresh
Produce Sales Rocketing in Europe
Growing consumer demand for ethical products is
boosting sales of organic &
fairtrade fresh produce in Europe, with revenues breaking the EUR 5
billion barrier for the first time in 2007.
Fairtrade fruit & vegetables are reporting the
fastest growth, with sales almost doubling last year. High growth is
occurring as retailers make pledges to market only fairtrade
products. Most developments have been in the UK where two leading
supermarkets have converted their entire banana supply to fairtrade.
Organic fruit & vegetable sales are also benefiting from the rise in
ethical consumerism. Organic vegetables, the leading category, now
comprises over 5% of all vegetable sales in
northern European countries. The market share has already exceeded 10%
in some Scandinavian and Alpine countries. The organic fruit market is
reporting higher growth however, as more
tropical and exotic varieties come into the market.
The organic fresh produce industry continues to be
dogged by supply shortages, with European production not keeping
pace with demand. Organic farmland is even
declining in some countries because rising prices of
agricultural products are discouraging farmers to convert to
organic practices. Supermarkets are developing
global supply chains to overcome supply issues,
causing organic products to come
into the region from almost every continent.
Large conventional fresh produce companies are showing an increase in
market share because of their close ties with supermarkets. Mergers &
acquisitions are also occurring as dedicated organic fresh produce
companies adapt to the changing competitive landscape.
This new report covers the organic and fairtrade
fresh produce market in Europe. Strategic analysis is given of the
vegetables, top fruit, citrus fruit, bananas, tropical & exotic fruit
markets.
Market &
competitive information includes market sizes, revenue forecasts
(2009-2014), market drivers & restraints, import & export statistics,
distribution & supply chain trends,
product & pricing analysis, and profiles of leading traders &
retailers. The report also gives marketing strategies
& recommendations to ethical fresh produce companies, exporters
and new entrants.
More Information
Research News:
European Supermarkets Going
Bananas Over Fairtrade
Purchase now
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